2024 Winner

Working with The Kitchen, Kraft Peanut Butter launched the “Welcome Home Jars” initiative, aiming to support newcomers to Canada while reinforcing its status as a Canadian staple. Recognizing the challenges faced by immigrants, with many not speaking English or French as their first language, Kraft transformed its iconic peanut butter jars with welcome messages in the five most spoken languages by newcomers. Partnering with Duolingo, Kraft also developed custom language resources, including lessons, Canadian cultural insights and immigration and employment guidance.

The initiative greeted newcomers at major Canadian airports with real-time dynamic billboards in their first language. Nav Bhatia (the Toronto Raptors’ “Superfan”) endorsed the program, sharing his personal immigration story and offering support to newcomers. Kraft also engaged influencers from diverse backgrounds, leveraging their experiences to authentically connect with newcomer communities. The “Welcome Home Jars” were in high demand, with all jars claimed within hours of launch.

Credits

The Kitchen North America:
Tom Evans - Head of The Kitchen
Simon Au - Executive Creative Director
Daniel Szczepanek - Creative Director
Devon Clarke - Sr Art Director
Joseph Thomas - Sr Copywriter
Mark Delisi - Copywriter
Nathen Ping - Art Director
Devin Bruun - Copywriter
Erin Beaupre - Copywriter
Wesley Webb - Design Lead
Vicenza Calomeno - Jr Designer
Gabriel Bortolotto - Content Creator
Adam Donnelly - Social Copywriter
Daniel Corrigan - Sr. Motion Designer
Branson Schell - Motion Designer
Julie Benevides - Head of Production
Jan Parma - Sr Producer
Nadine Farhat - Integrated Producer
Annie-Rose Mears - Business Lead
Prestan Tilley - Business Executive
Kathleen Bokar - Head of Strategy
Joseph Elkouby - Director, Strategy & Insights
Alex Broome - Sr. Performance Analyst
Morgan Myles - Sr Social Strategist
Vanessa Mahon - Social Media Manager Benjamin Badiuk - Social Media Manager

Client - Kraft Heinz
Nina Patel - Head of NA Brand Communications Megan Lang - Director, Brand Communications Eseosa Gbinigie - Brand Manager
Marie Claire Hurtado - Brand Manager

Witch House Productions - Production

House I/O Studio - Post Production House

Carat - Media Agency
Alysha Hirji - Media Planner
Bradley Kowalski - AVP Group Account Director
Isabella Oliveros-Gonzalez - Media Planner
Marlee Camacho - Media Supervisor
Taha Hameedi - Performance Manager Zachary Stern - Digital Director

Middlechild - PR Agency
Managing Director: Sean Citrigno
Vice President: Gillian DiCesare
Account Director: Emily Kett
Associate Director: Rebecca Fuller
Senior Account Manager: Chandler Nowak
Senior Account Manager, Digital: Bea Ticsay
Account Manager, Quebec: Stéphania Masoabo
Senior Account Executives: Patricia Gonzalez, Charlotte Hefner
Account Executive: Sabeeyha Bobat